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Capital One Spot Edges Out Old Navy and Pier 1

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NEW YORK ( -- Credit-card issuer Capital One edged out retailers Old Navy and Pier 1 Imports to secure the Top Spot as the most-recalled ad breaking during the
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second quarter of 2003, according to the latest Ad Age/Intermedia Advertising Group Quarterly Report.

Capital One's "Mermaids" spot, featuring a group of sea women who use a lost credit card to make extensive purchases, achieved a 144% higher consumer brand recall rate than the average new ad airing during the quarter. Spots with long-standing endorsers such as Michael Jordan for Ball Park, Star Jones for Payless and Jason Alexander for KFC tracked closely behind.

The Ad Age/IAG report, which can be downloaded as a .pdf from this page, includes full rankings for Brand Recall, Likeability, Consumer Products, Automotive, Wireless, Restaurant and Presectipion Drug commercials during the quarter.

The Ad Age/IAG Ad Recall Quarterly Report focuses exlusively on new campaigns breaking April 1 to June 30, 2003.

Six networks monitored
IAG is a market research firm that measures advertising effectiveness by monitoring the TV viewing population's ability to recall an ad and its brand within 24 hours after the ad has aired. Throughout the year, IAG monitors all advertising in primetime on six broadcast networks: ABC, NBC, CBS, FOX, WB and UPN.

Every two weeks, the latest results of its monitoring are reported in the "Ad Age/IAG Top Spots" feature in "The Week" section of the print edition of Advertising Age.

Best-liked ads
Snickers, continuing its offbeat "Side effects of hunger" campaign, won best-liked ad of the quarter for its "Barky" spot -- which scored 73% above the likability norm. The ad amusingly attributes the grumpiness of a theme park character to an empty stomach in need of a Snickers bar. Another Masterfoods brand, M&M's, saw three of its spots

Capital One's 'Mermaids' spot was the most recalled spot of the quarter.
place among the quarter's most-liked. Several public-service announcements, including a new installment from the American Legacy Foundation's "Truth" campaign, and feel-good creative from Quaker, Heineken, and Kmart were also well received.

Automotive recall
In the automotive category, Volkswagen's existing nameplates Passat and Jetta joined sport utility vehicle newcomer Touareg, which already achieved above-average recognition early in its flight. Jeep's ad promoting its tie-in with movie Tomb Raider: The Cradle of Life and Mitsubishi's 2 Fast 2 Furious spot also scored well.

Sprint PCS's "Picture Mail" launch and Verizon's "test man" brand effort registered the highest recall marks for wireless. T-Mobile and Cingular also made it into the top 10.

The restaurant top 10 contained just three brands, KFC, Subway and Olive Garden.

Consumer products and DTC drug ads
The quarter's most recalled consumer products ads featured both established and recently launched items, with executions for Snuggle capturing the top two slots. In prescription drugs, Nexium's "purple pill" just barely outpaced Lamisil's animated fungus to earn the recall gold, while Zyrtec beat out its prescription allergy competitors to claim the No. 5 slot.

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